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來源資料
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題 名 | 農業產銷班員網路行銷具備條件之探討--以中部花卉產銷班為例的分析=Assessment of Ability of Floricultural Production and Marketing Group Members in Utilizing Electronic Marketing in Taiwan |
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作 者 | 董時叡; | 書刊名 | 農產運銷論叢 |
卷 期 | 4 1999.03[民88.03] |
頁 次 | 頁49-60 |
分類號 | 431.25 |
關鍵詞 | 電子商務; 網路行銷; 花卉; Electronic commerce; Electronic marketing; Floriculture; |
語 文 | 中文(Chinese) |
中文摘要 | 網路行銷是最近隨著網際網路、電子商蓬勃發展而急速興起的銷售管道,隨著桃園 縣農會網路超市的開辦,農產品運用網路行銷已是勢在必行,只是很多人都質疑農民是否具 有使用能力,因此本研究旨在探索中部地區花卉產銷班員使用網路行銷所具備的條件,以及 其與班員個人背景因素間的關係。 網路行銷具備條件的測量包含班的資訊設備和使用能力,以及對網路行銷所持態度。本 研究使用個人訪問法共訪得302位中部地區花卉產銷班員,結果發現受訪花卉班員電腦設備 和訓練情況比一般預期的要好,不過對電腦操作能力則較缺代信心,但是對學習電腦或網路 操作的意願一般相當不錯。在對網路行銷的態度上,一般參與意願很不錯,只是對網路交易 安全普遍有所疑慮。整體而言,那此擔任部和教育程度較高者,具備較佳的網路行銷條件。 |
英文摘要 | Electronic marketing, either with regard to agricultural produce or not, emerges as a prosperous marketing channel along with the rapid development of Internet and electronic commerce throughout the world. This study is to explore the feasibility of applying electronic marketing technique within current floricultural Production and Marketing Groups in Taiwan. The perceived information technology ability possessed to utilize electronic marketing channel by the members is examined, and the influential factors are scrutinized thereafter. To measure the possession of electronic marketing ability, the ownership of information technology devices, information utilization ability, and the attitudes toward electronic marketing are employed respectively Personal interview is conducted and 302 floriculture farmers were interviewed after all. It is found that the majonty of respondents possess satisfying information technology devices, utilization ability, and willingness to join electronic marketing. However, computer anxiety and phobia is still prevalent among the respondents which could defer their adoption of electronic marking technique to some extent. The respondents' concern about electronic transaction security deserves more attention. As a whole, this study highlight that the floricultural Production and Marketing Group members present good ability and desire to join the electronic marketing system, particularly those with higher education level and group position. |
本系統中英文摘要資訊取自各篇刊載內容。